Idea Generation in Creativity & Innovation

Assignment 2: Idea generation

Date set: 5 June 2018

Date due: 25 June 2018 at 5 pm

Total marks: 20

Grade weighting: 20%

Let’s redesign a toothbrush. It is an object that has undergone a lot of redesigning for (arguably) purely

marketing purposes. What about if we try to design a better toothbrush?

Task 1: Use SCAMPER (see Topic 4) to generate ideas for improving the design of the toothbrush. Note

you should not restrict yourself to just a couple of ideas for each letter in SCAMPER. (14 marks). How you

express your ideas is up to you e.g. you can describe them in words or illustrate them. The main requirement

is that it is clear to the marker what the idea is.

Marking guide: 3 marks will be awarded per letter in S.C.A.M.P.E.R. Question the markers will have

in mind are: Does the idea belong to the letter in S.C.A.M.P.E.R? Have a wide range of interesting

and new ideas been developed for each letter? Note new ideas are a challenge, as toothbrushes have

been around for a while. What if you do not restrict yourself by today’s technology? What if you don’t

restrict yourself to current toothbrush uses?

Task 2: Based on your ideas from TASK 1, make a recommendation on what you think is the best idea, and

explain why you think so? Expand on the idea. Why weren’t other ideas considered? (400-500 words) (6

marks)

Marking guide: Each of the following will be given equal weighting for Task 2

 Is the task well written e.g. spelling, grammar, clarity etc?

 Was the reason for the choice well-argued or considered?

 Has the chosen idea been developed beyond Task 1?

 How original is the idea?

 Have the pros and cons of the idea been discussed well?

Note:

1. You are not expected to be an expert in dental hygiene, plastics or manufacturing.

2. You can choose to be absurd or realistic. It is the idea generation that is important

3. Same rules about references as for Assignment 1 (applies to Task 2).